Rulings (21)
  • Amazon Europe Core Sarl t/a Amazon.co.uk

    • Upheld
    • Website (own site)
    • 06 August 2025

    A webpage on Amazon.co.uk showed unclear options to purchase Amazon Prime and was misleading for consumers.

  • Amazon Europe Core Sarl t/a Amazon.co.uk

    • Upheld
    • Internet (website content)
    • 05 April 2023

    REPUBLISHED RULING: A page on Amazon.co.uk which formed part of the checkout process, presented options relating to signing up to Amazon Prime that were likely to mislead.

  • Wenzhou Xinyu Maoyi Youxian Gongsi t/a XINYU TRADE

    • Upheld
    • Social media (influencer or affiliate ad)
    • 25 September 2024

    Two Instagram stories on Mel Lloyd’s account featuring affiliate links weren't obviously identifiable as ads.

  • Associated Newspapers Ltd t/a MailOnline

    • Upheld
    • Website (own site)
    • 21 December 2022

    Articles on MailOnline that featured affiliated advertising links were not obviously identifiable as ads. 

  • Sophie Hinchliffe t/a Mrs Hinch

    • Upheld in part
    • Social media (influencer or affiliate ad)
    • 15 March 2023

    An Instagram Story on influencer Mrs Hinch’s account was not obviously identifiable as an ad.

  • Q River Ltd

    • Upheld
    • Internet (website content)
    • 19 October 2022

    A website and Amazon product listing for a baby wipes product made misleading environmental claims about how biodegradable they were.

  • Guang Zhou Shi Chen Ming Ke Ji You Xian Gong Si t/a MENGCOOL

    • Upheld
    • Social media (influencer or affiliate ad)
    • 25 September 2024

    Two Instagram stories on Jess Sheppard’s account featuring affiliate links weren't obviously identifiable as ads.

  • Foreo AB t/a Foreo

    • Upheld in part
    • Internet
    • 09 April 2025

    A product listing on Amazon made unsubstantiated claims that an IPL device could reduce or remove hair permanently and that treatments was ‘pain-free’.

  • Wireless Group Media (GB) Ltd t/a Virgin Radio

    • Upheld
    • Website (own site)
    • 05 February 2025

    A promotion on Virgin Radio's website wasn't administered fairly and caused unnecessary disappointment.

  • SJC&M Ltd t/a Scar Erase

    • Upheld in part
    • Internet (classified)
    • 17 September 2025

    A product listing on Amazon for scar treatments made unsubstantiated efficacy claims about the treatment period and exaggerated the products efficacy in before and after photos. We also investigated whether the ad made medical claims that broke the rules but we didn’t find it to be in breach.

  • Outside In (Cambridge) Ltd t/a Lumie

    • Upheld
    • Internet (website content)
    • 17 August 2022

    Claims on a website and a product listing on Amazon misleadingly implied that Vitamin L SAD was a source of vitamin which offered health benefits.  

  • Shenzhenshi Senyi Dianzi Shangwu Youxiangongsi t/a Plum-Marketing

    • Upheld
    • Internet (classified)
    • 12 March 2025

    An Amazon product listing was socially irresponsible as it condoned an unsafe practice and featured very young children playing with a toy that was likely to cause them physical harm. 

  • Actegy Ltd

    • Upheld
    • Television
    • 14 July 2021

    A newspaper ad for an Aerosure device was banned for misleadingly stating that it was clinically proven to reduce coughing and a tight chest associated with a shortness of breath.

  • HW Fantasy Ltd t/a My Passion

    • Upheld
    • In-game (apps)
    • 15 October 2025

    An in-game ad for an online romantic novel service, seen in a puzzle game was socially irresponsible and likely to cause serious and widespread offence, including by trivialising violence against women.

  • Lidl Great Britain Ltd

    • Upheld
    • Leaflet
    • 13 July 2022

    A leaflet by a supermarket made misleading claims about the prices at which various products were generally sold (recommended retail prices).

  • The Positive Birth Company Ltd

    • Upheld
    • Internet (website content)
    • 02 June 2021

    A website ad for a hypnobirthing course was banned for claiming to be the world’s most affordable hypnobirthing programme without holding adequate comparative evidence to substantiate the claim.

  • Fitzdares Ltd

    • Not upheld
    • Social media (own site)
    • 16 April 2025

    A post on ex-England cricketer, Stuart Broad’s X page promoting a bookmaker did not break our gambling rules as he was not likely to be of strong appeal to under-18s.

  • LeoVegas Gaming plc t/a BetUK

    • Upheld
    • Radio
    • 13 March 2024

    A radio ad for BetUK featuring Adebayo Akinfenwa was likely to be of strong appeal to under-18s.

  • Swytch Technology Ltd t/a Swytch

    • Upheld
    • Internet (website content)
    • 22 February 2023

    A page on an electric bike conversion kit’s website made misleading future savings claims and misleadingly implied that discount offers were stock or time-limited.

  • Bonne Terre Ltd t/a Sky Bet

    • Upheld
    • Social media (paid ad)
    • 22 October 2025

    [Republished ruling] A promoted tweet for Sky Bet featured Gary Neville, a person who was likely to be of strong appeal to under-18s.

Informally resolved (35)
  • Amazon Europe Core Sarl t/a Amazon.co.uk

    • 01 October 2025
    • Number of complaints: 1

  • Amazon Europe Core Sarl t/a Amazon.co.uk

    • 02 April 2025
    • Number of complaints: 1

  • Amazon Europe Core Sarl t/a Amazon.co.uk

    • 15 January 2025
    • Number of complaints: 1

  • Amazon Europe Core Sarl t/a Amazon.co.uk

    • 15 January 2025
    • Number of complaints: 1

  • Amazon Europe Core Sarl t/a Amazon.co.uk

    • 18 December 2024
    • Number of complaints: 0

  • Amazon Europe Core Sarl t/a Amazon.co.uk

    • 20 November 2024
    • Number of complaints: 0

  • Amazon Europe Core Sarl t/a Amazon.co.uk

    • 06 November 2024
    • Number of complaints: 1

  • Amazon Europe Core Sarl t/a Amazon.co.uk

    • 30 October 2024
    • Number of complaints: 1

  • Amazon Europe Core Sarl

    • 24 April 2024
    • Number of complaints: 0

  • Amazon Europe Core Sarl

    • 24 January 2024
    • Number of complaints: 1

  • Amazon Europe Core Sarl

    • 26 July 2023
    • Number of complaints: 1

  • Amazon Europe Core Sarl

    • 05 April 2023
    • Number of complaints: 1

  • Amazon Europe Core Sarl

    • 29 March 2023
    • Number of complaints: 1

  • Amazon Europe Core Sarl t/a Amazon.co.uk

    • 22 March 2023
    • Number of complaints: 1

  • Amazon Europe Core Sarl

    • 16 November 2022
    • Number of complaints: 1

  • Amazon Europe Core Sarl

    • 11 May 2022
    • Number of complaints: 1

  • Amazon Europe Core Sarl

    • 09 March 2022
    • Number of complaints: 1

  • Amazon Europe Core Sarl

    • 02 March 2022
    • Number of complaints: 1

  • Amazon Europe Core Sarl

    • 19 May 2021
    • Number of complaints: 1

  • FAST SYSTEMS LTD

    • 03 May 2023
    • Number of complaints: 1